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FV SeleQt see sales of Bimi® treble in Europe

Coregeo®, fresh produce brand marketing specialist and pan-European Master Licensor of Bimi®, has announced new packaging and branding for the unique brassica. The new packaging, set to roll out in the coming months, will support existing positive growth figures, as sales of Bimi® have already seen a 65% growth since April. 

Coregeo® is working in partnership with FV SeleQt, one of the top selling suppliers of Bimi® to the retail market across Europe, with FV SeleQt sales of the vegetable having trebled in the past year. 

Coregeo® developed the new packaging to clearly communicate the benefits of eating this versatile vegetable to all consumers, aiming to make it a favorite with consumers.

Bimi® was developed by traditional methods by crossing broccoli and Chinese kale. It is a long, slim, elegant-looking vegetable, rich green in colour - even when cooked. Bimi® is known as Tenderstem® in the UK – where it has seen significant success whilst part of the Coregeo® portfolio of licensed brands. 

With growing demand for the product throughout the continent, a joint venture between the specialist supplier group, Best Fresh Group and Flamingo Horticulture, the specialist producer and largest grower of Bimi® guaranteeing year round Kenyan supply, has been established under the title FV SeleQt. FV SeleQt is keen to replicate the success Tenderstem® has seen in the UK throughout the rest of Europe, by working together to grow the brand and raise awareness. 

Chris Ouwehand, account manager at FV SeleQt spoke about the product: “We are all excited for the growth opportunities of Bimi®. We have already seen that sales have trebled in relation to 2015 figures and are continuing to grow. During sampling activities in retail outlets, consumers reacted in a very positive way to the product’s distinctive taste and the fact that it is so versatile and easy to prepare. There is definitely an education task at hand surrounding the brand and product, but with the continued support and knowledge that Coregeo® are bringing through further sampling, branding initiatives and clear communications, we’re happy to have started the Bimi® journey with them.”

Fresh produce brand marketing specialist, Coregeo® took over the brand licensing and marketing of Bimi® in April 2016 as an extension of its relationship with the brand owner Sakata Seeds Europe. Coregeo® has seen year-on-year double-digit growth of Tenderstem® since it began work with Sakata in 2005. 

Michelle Toft, Chief Marketing Officer at Coregeo® commented on the new packaging: “We’ve seen huge success with Bimi® in the UK (sold as Tenderstem®) and working with dedicated partners such as FV SeleQt only makes the Bimi® journey more exciting. The packaging will showcase simple cooking instructions and hopefully inspire consumers to make this delicious vegetable part of their weekly shop. We know by working with like-minded dedicated partner-teams to develop strong branding we can recreate the success we’ve seen in the UK across the rest of Europe through branding and marketing and this new packaging initiative is the only the start of a larger marketing strategy.”

The expertise, quality and consistency that FV SeleQt bring with them to the Bimi® partnership, paired with an in-depth knowledge and understanding of brands within the fresh produce category in Europe makes them an ideal partner to develop sales of Bimi®. 

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